In the spirit of major retailers capitalizing on social issues to drive sales — like this weekend’s gay marriage video that Nordstrom put out — British lingerie retailer Blush has released a promo clip in support of the members of the Russian band Pussy Riot who have been sentenced to labor camps.

The video features a model clad in skimpy lingerie and the band’s trademark neon ski mask, strutting the streets of Moscow – in what appears to be the dead of winter — holding a sign that says “Free Pussy Riot.” During the course of which she incurs both approving and disapproving looks, depending on the passerby. The clip ultimately concludes with a link back to the site freepussyriot.org, which helps raise money in support of the cause.

Pussy Riot’s arrest and subsequent incarceration on the charge of “hooliganism” for performing an anti-Putin song in a Russian church has garnered a lot of attention from Hollywood notables like Madonna and Yoko Ono.